Through the partnership, the businesses will integrate data from GWI’s ‘Core’ survey with Helixa’s behavioural affinity data derived from artificial intelligence analysis of public social personas.

The joint platform, ‘Global Audience View’, will initially focus on US audiences, with the companies planning to eventually expand into other markets.

The combined data set includes consumer interests, brand usage, media usage and psychographics, and can be used to inform audience segmentation, identify influencers and plan and buy media. It can also be used to identify business-to-business audiences.

Florian Kahlert, co-chief executive, Helixa, said the move would offer clients “an up-to-date and easy way to understand what digital-first audiences care about, what drives them and how to engage them”.

Tom Smith, founder and chief executive, GWI, added: “This integration with Helixa will enable more efficient and effective digital planning.”